Factors influencing behavior of purchasing facial skincare products

Abstract

The rapid growth in the cosmetic industry, especially with facial skincare products, had induced entrepreneurs to produce more skincare products to serve needs of customers while consumers slightly knew that the government did not require any mandatory testing for these products before launched to the market. At the same time, customers were not as interested in the safety information of facial skincare products as beauty effects. These factors were disturbed and added the rapid augment of health hazards that cause much loss to many people and to society in the country. So this research focused on the factors influencing of purchasing facial skincare products and endeavor to compare the characteristics of safe and unsafe facial skincare product purchasers. This research used convenient sampling method to enroll 300 women who had experience to buy at least a piece of facial skincare products within 6 months. Subjects were asked to complete the questionnaire which composed of eight influencing factors and behavior of purchasing facial skin care products. The result found that safe and unsafe facial skincare product purchasers were 23.1 and 21.8 years old, respectively, with the range of 18-25 years old. They were student in bachelors’ degree education level, and had income less than 5000 baths per month. Most of safe product purchasers bought products from department store and knew the product via television advertisements. Most of unsafe product purchasers bought products from Friday market and knew products via advertisement banner, words of mouth from friends and the seller’s recommendation. There were statistically significant mean differences in Attitude, Perceived Behavioral Control and Friends factors between safe and unsafe product purchasers. Logistic regression analysis showed that perceived behavioral control(PBC) and friend factor were significantly associated with behavior of purchasing facial skincare product with odd ratio equal to 0.26 (95%CI=0.14-0.49) and 1.81 (95%CI=1.21-2.71), respectively. This study recommended that FDA or health care regulators should pay more attention on the information about effectiveness and safety and quality approved researches in the advertisement to consumers. Keeping eyes on and taking random sampling facial skincare products from Friday market should be regular scheduled.